What is the business case for investing in email marketing in 2021?

The main reason is that email marketing is still the most successful form of direct marketing in use today. The best email marketing campaigns provide, when partnered with direct marketing and digital marketing, a foundation for stability and growth – it provides a constant stream of leads and sales which can be relied on throughout the business cycle.

For every pound invested by a business in their email marketing strategy, they generate £42 of revenue according to the UK Data and Marketing Association.

Everything is sold via email marketing from phone case covers to electrical appliances and even to high-ticket items like furniture and cars.

However, in this article, we’ll be considering how to get started in email marketing from the perspective of B2B companies – businesses which market and sell their products and services to other businesses (or to schools, charities, and public sector organisations).

What opportunities exist for today’s B2B companies with email marketing? Can a small business find a receptive audience and sell its products and services on a consistent basis with a regular email campaign?

As advertising budgets are increasingly diverted to content marketing and inbound marketing, what is a persuasive commercial justification for continued spending on email marketing?

In this beginner’s guide, we consider what are the email marketing strategies which will generate you the largest return on your investment whether your business is new to email marketing or whether it has spent money on email marketing for years?

Creating your company’s own successful email marketing plan – the foundations

For the best way to create your own successful B2B email marketing plan for 2021, you need to take the following three approaches:

  1. outbound email marketing using a bought-in email list – sending cold marketing emails to decision makers within businesses, schools, charities, and the public sector. We’ll tell you how to source marketing databases which allow you to do that,
  2. grow your email list of customers and subscribers – using your website and social media to build your email list for use on promotional emails and on email newsletters, and
  3. transactional emails – transactional emails are the emails you send to customers and subscribers when they first subscribe to your email newsletters, purchase from your site, or download marketing materials like an e-book or a white paper from your website.

The best email marketing strategies for any company will result in your brand and your products and services being seen at all points of your existing and potential customers’, prospects’, and subscribers’ buying journeys – from their initial awareness that they need what you sell to when they’re ready to place their first or next order with you.

More Than Words definition – in this article, a “recipient” describes any decision maker who receives promotional email from you. A “subscriber” is also a recipient but one who receives emails from you because they have purchased from you in the past (your customers), they have signed up your newsletter service, or they have contacted you about your products and services in the past but not yet purchased from you. “New subscribers” are subscribers receiving email marketnig communications from you for the first time.

Strategy 1 – a bought-in non-consumer list for use on outbound email marketing

If you’re a beginner in purchasing “cold” email marketing services and want to know why this is an advertising channel your company should invest in, there are three strong commercial arguments in favour of it:

  • you only pick the targets from the database you want for your email marketing campaigns,
  • you’ll have 12 months’ in which you can market your products and services to the prospects you choose, and
  • you get the opportunity to teach your target audience about your brand, your company, its products and services, and the benefits of what you sell to your end users.

So, from the perspective of a complete beginner in marketing, how do you start?

Which products and services do you want to sell the most?

The best way to choose which products and services you want to promote with email marketing is to first consider “product market fit”. Product market fit describes the degree to which a product you offer satisfies a strong customer demand.

What if you offer a variety of products and services with each one appealing to different audiences?

In that case, you should first make a list of the products and services you want to sell the most. There are many reasons you might prioritise certain products or services – for example, you may have surplus stock you want to shift or you might want to concentrate on selling more profitable products or services first.

Working with the email marketers at the firms you’re getting quotes from, let them know which products and services you want to shift and to what markets.

They’ll then come back to you with their list of “suspects” based upon the types of markets you already target and markets you don’t currently target where there is an opportunity.

1. Email list – what types are available?

The four lists they’ll consult when searching for suspects are their:

  1. B2B email database,
  2. school email database,
  3. charity email database, and
  4. public sector email database.

The account manager at the firm you’re getting a quote from should only select from the email list or lists containing the names and emails of the decision makers within companies and organisations most likely to purchase from you – those companies and organisations where your products and services would really make a difference.

The email marketing strategies you choose when purchasing bought-in lists must be the same as your direct marketing strategies – in other words, keep your expenditure to a minimum by only selecting those targets to contact where the chance of a sale is the highest.

B2B email list

With a UK business database, you’ll be able to choose the contacts you advertise to by:

  • trading activity (what the company does),
  • the geographical area in which a company’s HQ is located, and
  • the size of company (measured by the number of staff, turnover, and/or the number of branches).

How to choose which companies you target

So let’s say that you sell office supplies. It’s something that every company needs and perhaps you have a minimum order of £100. You may wish to target all businesses within the geographical areas you serve because they would all have a recurring need for your supplies.

In this case, you would ask the email marketers at the companies you were getting quotes from for a count of all the businesses in the areas you can deliver to.

But what if you sell something more specialsit like employment law services by a minimum monthly subscription of £200?

In these cases, selecting every company in your target area would not be suitable because a substantial minority of companies on a B2B email database will have less than 10 members of staff. If your service costs £2,400 a year minimum, there will be little liekly incentive for these companies to take you up on your service. That’s because the number of internal employment disputes within really small companies are so few that it might be cheaper to pay ad hoc for a solicitor on a month-by-month basis.

In this case, the email marketers at the companies quoting you should then ask you to think about who your standard customers are now – for example, how many employees do they have, what products and services do they offer, and so on?

Using that information, they would get back to you with a breakdown of all the businesses they have on file where they believe that there would be a need your employment law services the most based upon the shared characteristics of your existing customers.

Choosing the decision makers you contact

Nearly every reputable B2B email list will contain information on “most senior contact” or the “company leader” – in reality, they are most likely to be shareowning managing directors especially for companies with less than 100 staff.

For companies with more than 25 staff, there will often be more than one decision maker on file including those with purchasing responsibility for engineering, facilities management, finance, fleet, health and safety, human resources, marketing, operations, general procurement, sales, and telecoms.

Please bear in mind however that these emails are very difficult for database compilers to get hold of so there will be far fewer specialist decision makers available than senior contact decision makers.

And, in a small business, the person you might be targeting who manages the fleet, for example, may be the managing director.

List of school emails

If you sell to the education sector, emailing to schools should be a core activity within your overall marketing strategy. More products and services are sold to schools via email marketing than any other direct marketing or digital marketing channel.

The minimum level of information you should expect on a school database is:

  • school names
  • contact names (normally the head teacher)
  • school postal addresses,
  • school telephone numbers, and
  • school email addresses.

There should also be supporting information on the types of school (primary school, secondary school, independent school, and so on), the number of pupils, their academy status (and, if they are an academy, are they part of a multi-academy trust), and so on.

More Than Words note – our email marketing service team have helped over 8,000 companies targeting the education sector promote their products and services to schools. Click for our guide on how to sell to schools in the UK.

Charity email list

Many businesses feel that they have nothing to offer charities – the truth couldn’t be more different. Charities have profits and losses, cashflow worries, operational issues, the need to bring in others to help them perform, and more. Most charities, especially those with a £2m turnover or less, are run just like the customers you have now that are small businesses

Who should you send emails to when marketing to charities?

As with other forms of email marketing, you should send a series of emails (ideally once a month) to the appointed representatives on the committe. They all meet regularly to make purchasing decisions and it’s better to make contact with one or more of them prior to the meeting. Use your emails to convince your contacts about the value and efficacy of your products and services so that, at the meeting, they can advocate for you making the chance of a sale more likely.

In addition to the charity and decision maker names and contact details (postal address, email, and phone number), the following information is available on most databases containing emails for direct marketing purposes:

  • Purposes, beneficiaries, and method of operation
  • Statements of income
  • Statements of expenditure
  • Other measurements

Public sector email list

One of the most successful types of email campaign using bought-in lists are to the public sector.

By email marketing to public decision makers regularly, companies often win urgent, specialist and ad-hoc orders (sub-£100,000) with little or no competition and where there is not required the level of scrutiny or involvement of higher-value deals put out to tender.

In addition, sending a series of emails to public sector buyers gives them the chance to get to know your company and your products and services better through complex tender-led procedures involving multiple decision-makers and influencers.

With most public sector email lists, you can target by the type of organisation, the area of government, the geographical area, the job function of a decision maker, and the seniority of a decision maker.

Standard public sector email marketing list fields include:

  • Contact salutation
  • Contact first name
  • Contact last name
  • Contact initial
  • Job title
  • Qualifications – educational or vocational qualifications the contact is known to have
  • Town/city
  • County
  • Region – The Economic Planning Region in which the contact is based (London, South East, and so on)
  • Address
  • Postcode
  • Contact phone – the direct number for the contact (if not available the main telephone number)
  • Main phone
  • Email marketing address – the email address of the contact (this is the address to which your email marketing campaign would be sent)
  • Main email – the main e-mail address for the organisation (not designed to be used for email marketing purposes)
  • Seniority – the contact’s level of management of the contact within the organisation
  • Main site – indicates is the person is located at the headquarters or main site for the organization they work for
  • Department name
  • Name of the organisation
  • General area of the government – for example, local government, regional government, central government, NHS, QUANGOs, and so on
  • Organisation type higher – specific type of organisation, for example NHS Trust, Local Authority, and so on.
  • Organisation type lower – used for further categorisation of organisations
  • Types – acute trust, metropolitan council, and so on.
  • Number of employees
  • Annual organisational spend
  • Organisation notes – useful information we find about the organisation, for example forthcoming changes/mergers and so on
  • Website URL

Generic emails versus personalised emails – which is better?

When we and our media partners are collecting emails, one of the questions we ask is which is the best email address a company would prefer to be contacted at. There is a general divide between companies with 49 or less staff and companies with more than 50 staff.

Email marketing to companies with 49 or less staff

Most companies registered on our email marketing service with 49 staff or less will be run by their original owners who will have built up the business over a number of years.

When the founders are still involved in running a small business, they will have given some power to others but not that much. Around one in three companies of this size provide generic emails as their primary point of contact.

Why? At this size of company, the owners/founders will still want to see what the staff they have delegated responsibility to are getting on email – many owners find it hard to delegate. For companies with 10-25 staff, there may be an active process of transfer to staff members beginning.

For 26-49 staff, that process of transfer will be at a more developed stage. For most small business founders, the early years of opening and running a business involve them taking on virtually every part of running that company themselves.

During this time, most founders will go through a crash course about running a small business themselves and be less likely to trust employees with making sure the company can meet its bills and pay its staff.

As time goes on and trust in the core abilities of staff members grows, the job of running the business is gradually spreading from just the founders to the founders & their developing management team.

So, why do many of these companies give generic emails when they could give the Managing/Finance/Sales Director’s email address instead?

Because responsibility is beginning to be shared across a number of people but the boundaries might not be clearly defined yet and some decisions might require an input from a few people. In those cases, owners decide it’s best that everyone on the decision making “panel” has the same information.

For example, at More Than Words, we have a similar structure and the best emails to use to ensure that all three directors and the office manager see your message is are our info@ or enquiries@ addresses.

Email marketing to personalised B2B emails

Personalised emails, particularly with smaller companies, will generally always get to the person with the responsibility you’re after even if they require forwarding after reaching the business.

If the original recipient does not have direct responsibility, they will always almost have sway over the decision-making within the business in many cases anyway.

Email marketing to school email addresses

Because of the low cost, emails are now the preferred way for companies to break into the education sector for businesses. There are two types of school emails, generic and specific.

Generic emails (info@school.co.uk, enquiries@school.co.uk, etc) are used far more than personalised emails. In many schools, the use of specific email addresses (i.e. named addresses) is not permitted.

With our UK schools database, a customer can reach over 30,000 schools by generic email. Some email addresses deliver to more than one school – for example, a multi-academy trust or a nursery and a primary school which share the same name and address.

Generic emails are normally received by the school secretary. We advise customers using generic email addresses to put in the subject line, for example, “For the attention of the Head of Music” so she has as little work to do as possible.

Do personalised school emails work better? Yes however the premium you pay for them often wipes out or severely depletes the additional revenue you generate from these campaigns.

2. Which company should you buy your email list from?

Now you’ve spoken with the email marketers at the companies you’re dealing with and you’ve explained which companies and organisations you wish to target, what should you look for on the quote they present you with?

Being presented with your quote

Normally you’ll get your quote from each supplier within 24 hours.

Email marketing providers normally charge for email data per 1,000 records – check the quote to see exactly what they’re proposing to supply you with and to discover what rate you’re paying.

Very few email marketing providers “sell” you the data outright – they normally licence it to you for a period of time and/or a number of campaigns.

One-off email marketing rarely works. You need to plan to send a series of email marketing broadcasts to the prospects on your bought-in list to generate the maximum possible return on your investment. You should always ask a licence period of at least 12 months or 12 campaigns.

If you’re buying an email marketing database with a number of managed broadcasts, check to see that, with each campaign, the price of the design, copywriting, transmission, and reporting is included.

6 considerations when selecting an email list provider

When looking for a quality email list, you should consider the following six factors before making your choice:

  1. how much additional data is included on each email record? Earlier in this article, we listed some of the fields you could expect on high-quality B2B, school, charity, and public sector databases. What fields are included on your database?
  2. email copywriting and design samples – if you are intending to purchase managed email marketing broadcasts, ask to see samples of work a potential supplier has done for previous clients to check for its quality. Ask about the style of subject line they use and what the best email response you can reasonably expect is.
  3. update cycles and accuracy guarantess – some suppliers claim that their database “decays” to a rate of around 2.5% a month while others claim 70.3% per annum. In our experience, it’s closer to 30% a year. Ask how often your potential email marketing supplier updates their lists – 3-6 months is industry standard.
  4. does the email marketing data comply with GDPR and PECR? – we’ll cover this in more detail further in this article but this is of particular importance so please always ask this question.
  5. for the price they intend to charge you, do the maths seem right? Could they afford to compile data to the quality they’re claiming charging these prices? If not, please walk away as it’s not worth the risk – the likelihood is that your email marketing list will be at least 50% inaccurate and likely belong to a list owner. List owners regularly sue companies who use their email marketing list even if they got it from a third party source.
  6. does the email marketing representative sound like they know what they’re talking about? Email marketing is ferociously complicated to get right despite sounding like it should be quite simple. If you purchase a bad email marketing list and the company managing your email broadcasts has little or no design and copywriting experience, it will reflect badly on your brand and your products and services.

Please click on the link for an article written by our team on how to avoid buying bad email data.

3. Which laws govern sending emails to bought-in lists?

The laws governing email marketing in the UK (and by default what can appear on any email list you purchase) are the General Data Protection Regulations (GDPR) and the Privacy and Electronic Communications Regulations (PECR).

Don’t buy email marketing lists containing sole traders or partnerships

Until May 2018, it was legal to collect and sell email marketing databases containing sole traders and partnerships. Now it isn’t so please always get assurances from any potential email marketing list provider that their database doesn’t contain them.

Email best practices – sell to the company and not to the recipient

You should only promote products and services which benefit the business or organisation a decision maker on your email list works for. For example, if you sell insurance, promoting key person insurance or public liability insurance will conform to best email practices. However, promoting personal insurance would not conform to email best practices guidelines as you’re trying to sell to the person and not the organisation so it would likely be in contravention of GDPR and PECR.

Consumer email list – be very careful

GDPR changed the way in which personal information could be collated, stored, and sold. For email list providers, GDPR made the business of compiling consumer email lists much more expensive and complicated, so much so that many abandoned the market.

Some very reputable email marketing providers still do sell consumer email marketing lists but we would urge you to exercise the maximum amount of due diligence before proceeding with a purchase.

Will you be accused of spamming if you use a bought-in list for email marketing?

The first instance of an email campaign being considered as spam was sent by Gary Thuerk. Gary Thuerk sent out an unsolicited mass e-mail promoting his firm’s computer products in 1978. His LinkedIn profile describes him as the “Father of e-Marketing“.

What many email marketing service providers think

It is accurate to say that there are people who do not like email marketing – at all. In fact, there are so many people who do not appreciate receiving email marketing that laws have been passed against certani types of promotional email campaigns. But what do email service providers think?

Many email service providers like MailChimp will not send mass emails to bought-in lists. Many service providers have written blog posts warning about buying in a list of marketing emails containing recipients who have never heard from your company before. Here’s an article from Hubspot, an article from GoDaddy, an article from OptInMonster, an article from CrazyEgg, and an article from SendInBlue.

All of them warn readers about the alleged threat of having your website removed, having your email provision removed, and the huge damage it will have to your company’s reputation.

What most email marketing services providers actually do

The problem with this argument is that most email marketing services providers do actually send email campaigns to bought-in lists if you can prove that you’ve purchased it from a reputable supplier.

Most companies offering email marketing services know who the reputable list owners and brokers are – those owners and brokers who actually contact the people on their databases regularly to check for accuracy and follow email best practices.

If you purchase an email marketing database with a million emails on it for £20, they will not send it for you.

However, if you purchase an email marketing database from a reputable supplier like More Than Words, most will. The chances of your website or email site being removed or curtailed is infinitesimal- so much so that, in the 20 years most of us at More Than Words have been involved in direct marketing, none of the 19,000+ clients we have served have ever suffered this fate.

Strategy 2 – grow your email list and send regular email newsletters

Investing in a bought-in email list is a quick route to finding the companies and organisations with the highest level of need for and interest in your products and services. It’s an investment thousands of UK businesses make every year.

At the same time however, you should start building your email list – a list of decision makers within companies and organisations with whom you’ve already been in direct contact.

Start with your existing customers

Your first set of subscribers should be your existing customers – they are your company’s “fans”. They know you, they have dealt with you, they understand the value of what you offer.

Better still, staying in touch by email newsletter pays dividends. 90% of customers state that they prefer to receive updates from a brand or supplier via an email newsletter. And one in five of us read every email newsletter they receive to see if there’s an offer in there.

Extend communication out to your prospects

Your second set of subscribers should be your prospects – the decision makers within companies and organisations who have enquired about your products and services. They’re nearly your “fans” but they’re not quite there yet.

Prospects are generally at the first or second stage of the buying journey or sales pipeline – they may need what you sell but they’re just not ready to buy it yet. Modern marketing theory suggests that, prior to an interest becoming a sale or a sales lead, they need to see your brand name up to 13 times.

You should use email marketing to keep prospects reminded of your brand and the value your products and services can deliver to their business or organisation.

Build your email list via SEO, PPC, and social media

For most companies, their website and social media accounts form the basis of their digital marketing campaigns to find their audience online and to generate leads and sales.

For those visitors who don’t immediately turn into a lead of a sale, you should give them every opportunity possible to become subscribers to your newsletter – add a little form to every page where they can give you their email address.

More Than Words note – we find new subscribers to our newsletter every week with our form (you can see it at the top of the right hand column on big screens and below the “contact us” form on tablets and mobiles).

Every new enquiry and every new subscriber will join your sales funnel – they’re leads which may turn into sales in the future. (For more on sales funnels and creating content for future clients on their buying journey, check out our funnel strategy article).

Likewise, make giving over an email address or other contact details a condition for downloading content you create for PPC and social media marketing campaigns – e-books, white papers, and product descriptions are known lead generators.

Every email address or set of contact details you capture is a potential new future client in your sales funnel.

Strategy 3 – using email marketing automation software to build a series of transactional emails

For your prospects and subscribers, you should begin work on a series of emails (sometimes called an email sequence) whose purpose is to move potential customers forward faster on their buying journey. At the same time, you’ll need to choose which email marketing software package your company will use.

You can use online email marketing software to segment your lists into customers, prospects, and newsletter subscribers. Some email marketing software packages also allow you to segment by interest too so you can create specific lists for recipients based on the products and services (or groups of products and services) they’re interested in.

For each segment, create a series of emails each contain information and insights your recipients value but may be unlikely to know. Knowledge sharing builds brand credibility and it promotes your products and services as solutions to your audience as they move closer to the point of sale.

Many email marketing software packages allow you to design the emails yourself as well as send emails to your audience. Most email marketing software are cloud packages which you log into like you would your online bookkeeping software.

For B2B companies selling their products online via a shopping basket, abandoned cart emails have proven to be a particularly effective marketing automation strategy. The email marketing tool allows your brand to remind not-yet-customers of the purchase they were about to make. Offering a promotional discount to complete the purchase can drive significant sales volumes.

What do you need to be able to send an email marketing campaign out?

There are dozens of easy to use email marketing software platforms for you to choose from.

The likelihood is that you will use a different email marketing services provider for your bought-in lists than you will for the lists you build yourself. For help comparing email marketing software platforms for the lists you’ve built yourself, we recommend this article from PC Mag.

Alternatively, many general email service providers (the companies which carry your normal email traffic) will allow the transmission of campaigns to bought-in lists but always check beforehand. Also, Microsoft Outlook is not designed to send email campaigns – read this article at MyEmma to find out why – invest in a broadcast program instead.

Who can send out emails to the decision makers on your list if you can’t do so yourself?

If you lack the email marketing software and/or the IT infrastructure to send out campaigns to bought-in lists or to your list of subscribers and prospects, many email marketing companies will do your email broadcasts for you – this is called “managed email marketing”.

With a managed services option, your provider takes care of everything from the design and copy of each email to the transmission of campaigns right through to reporting on audience interaction with each email marketing campaign they broadcast.

More Than Words note – ask us about our managed email marketing campaigns service where we send each email campaign to your target audience.

Please ask your account manager about our B2B email marketing campaign service, our school email marketing campaigns, and our email marketing campaigns to the public sector.

Now your email marketing campaigns are underway, here’s how to monitor your success

Email marketing automation software, whether you operate it or the company carrying out the campaign on your behalf will generally provide full or partial reports on the following metrics:

  • open rate
  • open and click through rate
  • interaction rate
  • purchase rate
  • email deliverability

What are open rates in email marketing?

The open rate is the percentage of recipients and subscribers from an email campaign who open your email to read the contents upon receipt. The best email campaigns deliver higher open rates meaning that more of your recipients and subscribers are exposed to your marketing message.

What are open and click through rates in email marketing?

The open and click through rate is the percentage of recipients and subscribers who open your email to read the contents and then click on a link in the email to visit your website.

When a recipient or subscriber visits your website, the first page they should see should be a pitch selling your product or service and asking them to purchase or leave their details.

What is the interaction rate in email marketing?

The interaction rate is the percentage of recipients and subscribers who, while not purchasing from you, either replied direct to your marketing email, who called your company after opening and reading your email, or who filled in a form on your website after visiting it following receipt of your email.

Interaction rates among recipients and subscribers is generally always lower than the open and clickthrough rates.

What is the purchase rate in email marketing?

The purchase rate is the percentage of recipients and subscribers who, following reciept of your marketing email, purchased something from your company either via your online store or by calling you on the phone and placing an order.

Generally, most non-consumer email broadcasts are targeted towards generating a sales enquiry for follow-up rather than pointing to an online store. This is particularly so if the product or service you offer needs to be customised for each client.

If you do intend to use an online store to transact purchases over the internet, this is trackable.

What is the email deliverability rate?

The email deliverability rate is the percentage of recipients and subscribers to whom your marketing email was successfully delivered.

When sending campaigns to recipients and subscribers, not all emails will be delivered.

Some recipients’ and subscribers’ emails will be soft bounces – in other words, email deliverability has been affected because, when you sent your campaign, their mailbox was either full or there was a malfunction.

Some recipients’ and subscribers’ emails will be hard bounces – in these cases, the address is no longer valid because the decision maker has moved on to a different job or the company/organisation they worked for has now closed.

Your list provider should provide you with a guarantee on deliverability excluding soft bounces.

More Than Words note – we guarantee an email deliverability rate of 85% on our business data excluding hard bounces.

The best way to work with these figures from your email marketing broadcasts

Three days after each broadcast, you should analyse the results. Why three days? While most activity will take place within the first hour or two following your campaign, 99% of all activity which takes place will have occured 72 hours after transmission.

The email marketing service you use will be able to tell you not only who opened each email and who clicked through but how many times.

More Than Words note – this is important because, for companies using email marketing to generate leads, your sales team can follow up with the recipients and subscribers who opened and clicked through the most. If you select More Than Words as your email marketing service provider, your account manager will share advice with you on the best ways to identify from your post-broadcast report the recipients and subscribers most likely to positively respond to a telephone follow-up.

On each broadcast, you should experiment with different subject lines to improve the open rate. As recipients and subscribers become more familiar with your brand following repeated broadcasts, open rates will rise anyway but the subject line you choose could significantly increase those open rates. We recommend Snovio Lab’s article on this subject.

As important as your subject line is, the content of your email will determine the click through rate you enjoy.

For companies directing users on an online store, you will also have to consider the journey a client takes from your email up to your shopping basket and check-out. If possible, you should split your campaigns offering recipients and subscribers two routes of different lengths to see which route is more profitable.

8 ways to boost the number of sales and leads you get from your email marketing campaigns

1. Effective email marketing starts with subject lines which generate interest and provoke curiosity

The subject line you use on each campaign will substantially influence its level of success. Think of the subject line as an advert which sells the content of your email and the better case it makes for your recipients and subscribers to open it, the more chance you have of generating a lead or a sale.

You may wish to experiment with different subject lines on individual email campaigns to determine which tone of voice and which length of subject line works best. Similar consideration should also be paid to what goes into your “From” name too.

2. How to address your audience when email marketing

In addition to getting the subject line right, the tone of voice you address recipients and subscribers in makes a difference. You should never assume any knowledge on behalf of your readers – you should steer clear of jargon wherever possible and, when you can’t, you should attempt to explain what the jargon word means in no more than one sentence.

Consumer-like, “flashy” approaches tend not to work well on email campaigns to businesses, schools, charities, and the public sector. Instead, focus on making a business case and, while it’s fine to make offers, please remember that price is often not the determining factor in non-consumer sales.

3. Make sure you lead on benefits and not on features in your email marketing

For any purchase to take place, a customer needs to see the value in it first. For non-consumers, they need to see how your products and services:

  • save them money,
  • make them more money, or
  • unlock a problem or opportunity.

You need to tell them how what you sell does that in the clearest possible terms by leading on benefits and not features – more importantly, benefits specific to the audience you’re targeting.

For help differentiating features from benefits from a target audience, we recommend this article from Wordsteam.

4. Reward customer loyalty in in each email newsletter

Customer loyalty should always be rewarded where possible in your newsletters to clients.

Your client base provides you with an opportunity to shift old stock at a discounted price or fill in gaps in your diary when it’s quiet. They’re also an ideal testing audience for any new products or services you wish to offer.

5. End with a call to action on every email marketing broadcast

In email marketing and other forms of marketing, a “call to action” is a clear prompt to the recipient to follow up on the interest in the way you prescribe.

Check out this article from Adespresso on the importance of the call to action.

6. Think of email marketing as a series of promotions, not just a one-off

You should consider your overall company email marketing strategy over the course of a year’s worth of campaigns – not just one campaign. One email marketing campaign rarely works on its own because it takes time for buyers to recognise and trust your brand and to persuade them to choose your products and services over your competitors’ or even their existing suppliers’.

To find out more about the buying journey for non-consumers and why you need to market constantly to your target audience throughout the year, we recommend that you read this insightful article from Gartner.

7. Recycle and repurpose your content marketing for email marketing broadcasts

When you send emails, a great way to get started quickly is to recycle and repurpose your content marketing – for example, your blogs, articles, white papers, infographics, and more. If you have content on your website which engages and informs, it builds up in the minds of your prospective customer the value in your brand and in your products and service. It’s also a very effective way to squeeze more value out of the content you’ve created or invested in.

More Than Words note – as well as our email marketing service team, we also have a content marketing and copywriting team. Please ask your account manager about these services when you call.

8. Mix up email marketing as part of a wider marketing strategy

Email marketing should be just one of the approaches to use to find new clients – you should use a variety of different direct marketing and digital marketing approaches for maximum effectiveness.

Never stop marketing and always remember that every decision maker you contact will prefer to receive details of your products and services in their own way.

Contact More Than Words to create your new email marketing strategy

What is the best email marketing strategy for your business to take? Do you want advise on how to make email marketing fit into your wider digital marketing approach?

For each company, the most successful email marketing strategy, the email marketing strategy which generates the greatest return on investment, will be carefully planned and thought out at every stage.

We are a full email service provider – not only do we work with you to make sure that you’re only targeting the right audience but we also provide you with accurate, up-to-date, high-quality business, education, charity, and public sector databases. We make sure that the list we provide you with is fully compliant with all applicable regulations and conforms with email best practices.

The choice of DIY email marketing or managed email marketing

if you have the knowledge and the infrastructure to send your own marketing emails, we offer you a full email support service – we’ll send you the data you need and provide you with back-up technical and advertising support services for 12 months. We make our service as easy to use as possible.

More Than Words note – if you need to purchase email databases for your DIY campaigns, please click for more information on our B2B email database, our school email address list, and orupublic sector email address list.

If you’re not able to send your own email marketing campaigns to recipients and subscribers, let our team do it for you. We’ll provide you with full email campaign reports for your sales team to follow up (or you could ask our telemarketing team to do it for you).

Full email support for 12 months after purchase

Either way, we’ll be with you for the full twelve months working on finding the subject lines which work best to achieve the highest open rates. For managed email marketing customers, our email copywriters will create engaging, compelling, response-orientated content to make sure that your open and click through rates generate sales leads for your team to follow up.

Working with our copywriters and designers on your emails to customers, prospects, and subscribers

For email campaigns to your subscribers, prospects, and customers, work with one of our email newsletter copywriters. The cost of sale is five times higher finding new customers to buy from you than selling to existing ones – communicating with them regularly is a worthwhile investment which will produce quick returns.

In addition, our copywriters will create compelling, engaging, brand-building content with a sales focus on your email campaigns to prospects and subscribers. They’re also experienced at creating website and downloadable content to help recipients along as they move closer to the point of purchase.

Contact details for our email marketing service team

To speak with our email marketing service team, please call us on 0330 010 3495 or click here to email our direct marketing account managers.

Call 0330 010 3495

Investing in email marketing for your company

To speak with one of our email marketing account managers, please call us on 0330 010 3495 or you can click here to email us, or fill in the form below and we’ll get back to you as soon as possible.